(Description)
Choose with Intent is a self-initiated conceptual campaign for (dD) Designer Doorware. The project explores how door hardware influences perception, touch, and architectural presence. It treats the handle as a deliberate design decision, not a decorative afterthought.
This campaign was created without a client brief and developed within Designer Doorware’s existing visual language and product ethos. The intent was to explore a quieter, more considered form of communication, focusing on material, proportion, and restraint instead of overt branding or product claims.
The primary challenge was motion control. AI video tools often distort hard-surface objects when perspective changes, making it difficult to maintain the exact geometry of the brass handle while introducing movement.
Achieving this required strict constraints on camera behaviour and lighting. A secondary challenge was knowing when to stop, as excessive motion or detail would undermine the sense of control and refinement the brand represents.
The project set out to:
The process began with careful still image selection and composition. Motion testing focused on minimal camera movement, controlled zooms, and micro parallax instead of rotation or spectacle. Prompts were refined through repeated testing to prevent geometry drift and object hallucination. Lighting and shadow were treated as primary storytelling tools, allowing the product to reveal itself gradually. Each decision was made to reduce noise and increase clarity.
The final outcome is a restrained visual study that aligns with Designer Doorware’s design values. The campaign demonstrates taste, judgement, and control rather than scale or volume, showing how AI can support high-end design communication when used with intent and clear limits. The work stands as a proof of concept for architectural brands seeking to adopt emerging tools without compromising credibility.